Announcing the raise on March 30, the company said it plans to use the funding to accelerate its next phase of growth, including expanding retail distribution, investing in consumer education, advancing product innovation and scaling marketing efforts to support the mainstream adoption of creatine as a core component of modern wellness routines.
The round was led by Alliance Consumer Growth, along with Impact Capital—the family office of CPG entrepreneur Mike Repole, co‑founder of brands including vitaminwater and BODYARMOR. It also involved participation from existing company investors including Unilever Ventures, which led a $5 million Series A funding round in 2024 that was used to expand Create’s team and selection of creatine-forward products.
“Creatine is one of the most trusted supplements in the world and Create is redefining how it connects with today’s wellness‑driven consumers,” Repole shared in a statement. “By making creatine more accessible and appealing, the brand is resonating with a broader audience. Our team has expertise in scaling emerging brands, and we are excited to support Create’s next phase of growth.”
Strong omnichannel and executive team growth
Create Wellness, founded in 2022 by Dan and Sienna McCormick, has been fueled by strong omnichannel growth and retail expansion including a nationwide retail rollout across Target, The Vitamin Shoppe and Sprouts in October 2025 after earlier placements in GNC and Wegman’s.
The New York City-based brand, was one of the first-to-market as the creatine gummy category emerged to provide on-the-go convenience for an expanding audience of creatine consumers drawn by its potential to boost performance for mind and body well beyond its traditional muscle-building benefits
Since late 2025, the company used part the Series A funding to scale from five full‑time employees to 25, adding senior leaders including Beckley Mason (former vice president of brand & creative at AG1), Jakob Zeh (former senior vice president of commercial sales at Vital Proteins, and executives from Mammoth Brands, SmartSweets and The Farmer’s Dog.
“When we first partnered with Dan and Sienna, we saw the opportunity for creatine to evolve from a niche performance product into a mainstream supplement,” said Izzy Hemington, principal at Unilever Ventures. “Create has executed against that vision, combining innovation and a deep focus on product quality with a highly accessible consumer proposition to unlock the next phase of growth for the category.”
Creatine + Electrolytes: Expanding product categories
In addition to the Series B funding, Create announced the launch of Creatine + Electrolytes, which combines 5 grams of creatine monohydrate, a balanced electrolyte profile including sodium, potassium and magnesium, and 1 gram of taurine to support hydration, energy and cognitive performance.
“We want to offer creatine products in convenient and delightful ways,” Dan McCormick, co‑CEO of Create Wellness, previewed in October. “That could mean putting creatine in a gummy. That could mean putting creatine powder in an on-the-go stick pack. That could mean matching creatine with a complementary blend of compounds. We aim to make taking creatine a delightful, daily experience and are less rigid on exactly how we do that.”
The new format joins a multi-flavored lineup of creatine gummies of which Create has sold well over 250 million, equivalent to 83 million servings.
“Our consumers have built creatine into their daily routines,” McCormick said. “The new products, packaging and formats make it easier than ever to take Create anywhere. And our new brand identity, backed by best‑in‑class NSF for Sport Certified products, reflects what we’ve always believed: Creatine is for everyone.”
Creatine + Electrolytes be available on Create’s website, Amazon and exclusively in‑store at Target, where the April 12 launch will double the brand’s distribution just six months after its initial rollout.
